| Are you making this dreadful newsletter
marketing mistake?
The typical client newsletter is one of the most
mind-numbing, agonizingly boring pieces of mail ever sent to consumers.
The main reason is that most companies think what they do
is incredibly fascinating to their clients. So based on this false assumption, their
newsletters cheerfully discuss the latest equipment purchase or the new back office
operation and how Mary Sue has moved from Payroll to Marketing. While this might be
riveting stuff internally, I can assure you that your clients just don't care.
If you're making this newsletter marketing mistake, don't
worry. It's not your fault. No one ever taught you the system, until now…
4 'Set in Stone' Rules to Publishing a Winning Client
Newsletter:
Rule #1:
Never make your business or company the focus of your
client newsletter. This concept is difficult for most business owners to wrap their minds
around. Read my words: Our clients don't care about how our business operates! The sooner
we accept this fact, the sooner we will be sending them something that they actually want
to read.
Rule #2:
Focus on article content that people grab hold of and
actually use in their lives. That means you must provide appealing and interesting content
that is relevant, useful and engaging. The goal is to create involvement. The more time
they spend with your newsletter, the more likely they'll take action.
Rule # 3:
Be consistent. If you tell your customers to expect a
newsletter from you every month, you better do it. And ask yourself: How often do I want
my customers and prospects to think of me? While daily would be wonderful, it's not going
to happen. Following a monthly newsletter schedule is perfect. They will expect to receive
it just like they do their favorite magazines.
Rule #4:
Never forget that a client newsletter is a marketing tool.
Within your compelling content weave client testimonials and the names of people who have
referred your company. Have contests that give away free services or gift cards to create
further goodwill between you and your clients. And always, always, always have a
compelling offer just for them.
Follow these rules and you will have a winning client
newsletter that will get you more sales. But, you have to keep in mind that...
You Must Take a Long-term View on Using Newsletters as a
Marketing and Customer Relations Tool.
Be aware that the results will not happen overnight. In
fact, it will take several months for your customers to develop the 'habit' of looking for
it.
But over time, your clients will come to expect getting
your newsletter. And they will hound you if you missed sending them an issue! You will
definitely see the desired results with the payoff being client retention and more
purchases from you.
Client newsletters that include the four rules listed above
will build relationships with your customers and create a sense of reliability and
professionalism. You'll be sending literature that your clients will look forward to
reading every month.
And since your rivals don't understand my newsletter
success system, you will create a powerful marketing machine that will blow your
competition out of the water. |
